NEW YORK, Sept. 5, 2018 /PRNewswire/ -- JLM Couture, Inc. JLMC announced today that it has signed a licensing agreement between wedding dress designer, Hayley Paige, and jewelry diamond brand, Hearts On Fire (HOF). HOF is a wholly-owned subsidiary of Chow Tai Fook, the $7.5 bill(USD) Hong Kong-based jewelry concern (HKSE:1929). A joint collaboration, Hayley will collaborate on a collection for the jewelry brand, and serve as brand ambassador - driving awareness in print, digital and social media marketing campaigns.

"This collection is a logical extension of the Hayley Paige brand and related fashion products, which is a core part of our strategy with Hayley Paige. We're enthusiastic to partner with Hearts On Fire, a well-funded and known player in the wedding and engagement ring category of the jewelry industry," said Joseph Murphy, CEO of JLM Couture.

The Hayley Paige for Hearts On Fire collection, inspired by the feminine designs of Paige's bridal gowns, includes ten diamond bands and three style diamond engagement rings, scheduled to launch in Spring 2019. Not just for brides on their wedding day, the collection can be worn to accent other existing jewelry.

"Collaborating with Hearts On Fire is not only an empowering and progressive brand and profit opportunity, it also enables us to deliver to a new millennial and, soon, genZ audience, that demands a sense of inventiveness and conflict-free craftsmanship. This sparkling landscape is a visionary daydream-come-true for me," said designer Hayley Paige.

"Hayley Paige has an incredibly engaged digital following of brides-to-be as well as women who are inspired to one day wear her designs. What really drew us to Hayley is not only her fantastic eye for design and authority in the bridal space, but also her unique way of authentically connecting with millennial females. This partnership truly celebrates the emotional significance of selecting the ring and the dress – key moments in the life of all brides," said Stephanie Evans Greene, VP Marketing, Hearts On Fire.

The Hayley Paige for Hearts On Fire collection will be available to purchase through authorized retailers and online at heartsonfire.com. For any media inquiries, please email brittany@jlmcinc.com. 

Hayley Paige is the head designer of Hayley Paige and Blush by Hayley Paige bridal collections, as well as Hayley Paige Occasions (bridesmaids), La Petite Hayley Paige (flower girls) and Hayley Paige Red Carpet – all under JLM Couture, Inc. Since launching her namesake collection in fall 2011, the brand has rapidly grown into one of the most sought after names in bridal fashion and on the red carpet. Hayley has also expanded into wedding-themed athleisure sold exclusively on Nordstrom.com.

JLM Couture, Inc. is a multi-label bridal house engaged in the design, manufacture, and distribution of bridal gowns and bridesmaids dresses. The company's bridal gown collections are Allison Webb, Hayley Paige, Blush by Hayley Paige, Lazaro, Tara Keely by Lazaro, Ti Adora by Allison Webb, and Hayley Paige Occasions, as well as La Petite Hayley Paige. JLM is traded over the counter.

Hearts On Fire, is a leading global diamond jewelry brand and subsidiary of Chow Tai Fook Jewellery Group CJEWF. Founded in 1996 Hearts On Fire introduced the first-ever branded diamond and changed the jewelry industry forever. Hearts On Fire is sold through a retail partner network of more than 750 locations in 32 countries, including 150 points of sale in Hong Kong and Greater China, 17 HOF-branded stores around the world, heartsonfire.com.

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SOURCE JLM Couture, Inc.